Recently, MSc Marketing Psychology students at Regent’s University selected Unapologetic as the focus of a detailed research project for their Individual Marketing module. Seeing our own brand analysed through academic frameworks was both humbling and fascinating.
Their core insight was simple yet powerful: Unapologetic is not merely a personal care brand. It means more!
In their brand overview, the students described Unapologetic as bold, inclusive, and rooted in queer culture and London’s underground energy. They recognised that our minimalist black-and-white packaging and provocative product names are not random acts of creativity. They function as cultural signals. Customers are not just buying soap or shampoo. They are buying alignment with values such as authenticity, inclusivity, and self-expression.
The research highlighted that our primary audience, Gen Z and Millennials, prioritise brands that reflect their beliefs and social awareness. In this context, sustainability and ethics are not optional add-ons. Our vegan formulas, cruelty-free production, and green energy manufacturing reinforce credibility. The bold humour attracts attention, while the ethical foundation builds trust.
The students framed our mission as part of a broader “Queer Self-Care Revolution” . They explored how combining sexuality, humour, and activism creates emotional resonance. Representation, as they noted, is a significant driver of loyalty, particularly among LGBTQ+ consumers. When people feel seen, they engage. When they engage, they stay.
Using the EKB consumer decision model, the students also examined how customers move from recognising a need for value-aligned brands to engaging with us via social media, evaluating alternatives, and ultimately forming loyalty. They emphasised the importance of community, limited drops, influencer collaborations, and user-generated content in reinforcing belonging.
What stood out most was their conclusion: Unapologetic competes in meaning as much as in market share. In a crowded personal care industry, differentiation does not come solely from ingredients or price. It comes from narrative, from courage, and from consistency between message and action.
For us, this academic deep dive reaffirmed something we have always believed. Personal care can be political without being preachy. Humour can coexist with responsibility. And products can carry purpose.
When a brand reflects who people are, or who they aspire to be, it becomes more than something they use. It becomes something they stand behind.